Paralympic Sponsors Use The Opening Ceremony To Launch New Ads

Sponsors EDF, Lloyds TSB and Samsung "have launched fresh marketing drives" to mark Wednesday's Paralympic Games Opening Ceremony, according to Sebastian Joseph of MARKETING WEEK. EDF Energy "is running a competition" in Wednesday's Daily Mail Paralympic supplement to win £10,000 ($15,700). Lloyds is "kicking off a social media drive on Twitter and Facebook to rally public support behind the 15 Paralympic GB team athletes" that have all come through its Local Heroes athlete development program. Samsung "is extending its deal with the Times to run a Paralympic-themed cover wrap to wish the British athletes good luck," while McDonald's is set to air the final advert in its Leo Burnett created "We All Make The Games" series during Wednesday's ceremony (MARKETINGWEEK.co.uk, 8/29).